A Subscrition Service Study & Musical Talent Acquisition

Allan Cabral de SaExternal Researcher in Music Industry

MUSIC2ALL PROJECT

MUSIC2ALL PROJECTSUMMARY

1. Self Presentation2. Goals3. The Entertainment Industry

3.1 Projected & Real E&M growth in 20103.2 E&M Projections & Main Trends3.3 Key Concerns3.4 Global Device Sales3.5 Evolution of Mobile Internet Revenues3.6 Global Spending on Mobile Apps

3.6.1 Apps...3.7 Past / Present / Future of E&M Contents3.8 Risk Yourself3.9 Collaborate

4. The Music Industry4.1 Subscrition Business Model

4.1.1 Definition4.1.2 Ownership vs Streaming4.1.3 What do the consumers want?4.1.4 What do Content Providers seems to want?4.1.5 Consumers vs Content Providers

4.2 Music Talent Presentation4.2.1 Unfulfilled Questions4.3.1 Brainstorming


Allan Cabral de SaFederal University of Santa CatarinaAge: 21City: FlorianopolisCountry: Brazil

• Business Administration Student• Music Industry Researcher• Independent Musician• Activist


Goals(Why am I here?)

• Study;• Getting in touch with the reality of a Record Label;• Listen to view points of Record Label managers;• Research to write a Thesis.


The Entertainment Industry• EXHIBITION ENTERTAINMENT INDUSTRY • MASS MEDIA ENTERTAINMENT INDUSTRY • FILM INDUSTRY • BROADCASTING INDUSTRY• PRINT MEDIA • MUSIC INDUSTRY • ANIMATION & VFX INDUSTRY • ADVERTISING INDUSTRY • FASHION INDUSTRY • THEME PARKS• NIGHTCLUBS• ELECTRONIC ENTERTAINMENT INDUSTRY• ETC, ETC, ETC

“Global entertainment industry to be worth $2 trillion by 2011”

Source: PricewaterhouseCoopers

“More than 700 million people in China will be watching online video content in four years”


Projected & Real E&M growth in 2010 (%)

Advertisers want more information and more verifiable returns on their ad expendtitures. They are also listening to – and engaging directly with – their consumers to a greater extent than ever before.

The E

nte

rtain

ment

Indust

ry


E&M Projections & Main Trends

"I think that we have created a new kind of person in a way. We have created a child who will be so exposed to the media that he will be lost to his parents by the time he is

12." , David BowieMain Trends:

Digital

Mobility

Collaborative Innovation

EmpoweredConsumer

ConvenienceQualityExperienceParticipationPrivilege

“In order for me to pay for content, it needs to be exclusive. With music, when I can’t find a free version of an album, I download a

paid one. Same goes for movies.” , Moscow, 30-year-old

The E

nte

rtain

ment

Indust

ry


Key Concerns• Convenience – The ability to offer a service anytime,

anywhere, “whenever I want to”, making it an easier process than it was before.

• Quality – Quality means....Quality!• Experience – Uniqueness. Interation. Consumer = Happy,

satisfied, justified, cared for, served, respected.• Participation – Consumers love playing an active role in

shaping their content.• Privilege – “Jump the Queue, please.”. Consumers are happy to

pay for added value services such as earlier content, special offers, etc...

The E

nte

rtain

ment

Indust

ry


Global Device Sales(US$ billions)

Smartphone growth is a key driver of mobile spending on E&M content and mobile Internet acess.

The E

nte

rtain

ment

Indust

ry


Evolution of Mobile Internet Revenues(US$ billions)

The E

nte

rtain

ment

Indust

ry


Global Spending on Mobile Apps(US$ billions)

The E

nte

rtain

ment

Indust

ry


Apps...

E&M is a pricipally a tablet application. Book publishers, video game developers, television channels and film companies are now making

all their content available to tablets.

E-REA

DERS TV

VIEO-GAME

MUSI

C

TABLE

T

SM

ARTPH

ON

E

BROADBAND

EARLY 2011:

300.

000

apps

130.000 apps

Nearly 11 billion apps were downloaded in 2010.

The E

nte

rtain

ment

Indust

ry


Past / Present / Future of E&M Contents

“Recent PwC research among US consumers aged 18 to 59 years suggests that pirating behavior will contiue.”

0%30%60%90%

Users who acknowledge their

participation in online piracy

The E

nte

rtain

ment

Indust

ry


Risk Yourself

E&M companies seems to be taking risks so much more than they used to do in the past. Today, instead of conducting a detailed

research before lauching a product, companies just put something out there to see whether consumers will pick it up.

BRANDED DIGITAL ENTERTAINMENT IS A FURTHER STRONG FOCUS

“71% of 16-18 years old are more likely to buy a brand that tries to entertain them.”

The E

nte

rtain

ment

Indust

ry


Collaborate!

Source: PricewaterhouseCoopers

THE KEY IS A COLLABORATIVE BUSINESS MODEL

STRONG BRAND

EXPERIENCE

INTER

AC

TIO

N

DIR

EC

T

MA

RK

ETIN

G CONSUMER

DATA MINING

PERFECT ADVERTISEMEN

T CHANNEL

AUDIENCE MEASUREME

NT

INTERMEDIATOR CONTENT CHANNELS

TECHNOLOGY + SKILLS

EXCLUSIVITY

The E

nte

rtain

ment

Indust

ry


The Music Industry

Key challenges:• Evaluating the effectiveness of the

current SUBSCRIPTION service’s business model;

• Talent Presentation: How can everyone be seen in a large demand of people who want to work in the Music Industry?


Subscription Business Model DefinitionThe M

usi

c In

dust

ry

• The consumer must pay a Subscription Service in order to have ACCESS to the product/service.

It is an agreement which the consumers pay for content access for a specified period of

time or performances.


Ownership Streaming


Source: http://music-download-review.toptenreviews.com/ Source: http://mashable.com/2011/07/20/spotify-infographic/


INDICATORS A B C D E

RESTRICTIONS PER USERS

NO DOWNLOADING;ONLY ONLINE STREAM

ONLY X LIMITED DOWNLOADS UNLIMITED DOWNLOADS X LIMITED DOWNLOADS ;

ONLINE STREAMUNLIMITED DOWNLOADS;

ONLINE STREAM

SHAREABLE CONTENT

NO SHARABLE CONTENTSHAREABLE ONLY WITH SERVICE’S SUBSCRIBED

USERS

SHAREABLE WITH SERVICE’S SUBSCRIBED

AND UNSUBSCRIBED USERS

SHAERABLE WITH SERVICE’S SUBSCRIBED

AND UNSUBSCRIBED USERS;

SOCIAL MEDIA



SOCIAL MEDIA AND OFFLINE DEVICES

VIDEO INTEGRATION NO VIDEOS INTEGRATED INTEGRATED MUSIC VIDEOS

INTEGRATED MUSIC VIDEOS AND FILMS

INTEGRATED MUSIC VIDEOS, FILMS AND

TELEVISION SHOWS

“ALL-U-CAN-EAT” VIDEO INTEGRATED(+ PPV, ETC)

ADDITIONAL CONTENTS

NO OTHER CONTENT BESIDES THE SERVICE’S

CHANNEL

RELATED GENERAL CONTENT WITH THE SERVICE’S CHANNEL

RELATED GENERAL CONTENT WITH THE SERVICE’S CHANNEL;PARTNERS CONTENT

RELATED GENERAL CONTENT WITH THE SERVICE’S CHANNEL;PARTNERS CONTENT;

SERVICE’S/PARTNER’S ADS


ADVERTISEMENT; SERVICE’S/PARTNER’S

ADS;“POST YOUR ADS HERE”

PORTABILITY WEB WEB;DESKTOP

WEB;DESKTOP

MOBILE DEVICES

WEB;DESKTOP;

MOBILE DEVICES;SOCIAL MEDIA

WEB;DESKTOP;

MOBILE DEVICES;SOCIAL MEDIA;

OTHER EMERGING POSSIBILITIES (CAR, ETC)

PAYMENT FREEPAY FOR INDIVIDUAL SONG LISTENED ON ONLINE STREAM OR

DOWNLOADED TRACK

BUY X SONGS TO LISTEN ON ONLINE STREAM OR

TO DOWNLOAD

PAY FOR PREDEFINED USAGE TIME OF THE

DOWNLOAD SERVICE/ONLINE STREAM

SERVICE

FREEMIUM(FREE + PREMIUM SERVICE OPTION)

EMPOWERED CONSUMER’S

BEHAVIOR

INTEROPERABILITY&

OWNERSHIPSEEKERS

“CONTENT ACESS” SEEKERS

“CONTENT ACESS”; INTEROPERABILITY

&OWNERSHIP

SEEKERS

INTERACTIVE EXPERIENCE SEEKERS


&OWNERSHIP

SEEKERSINTERACTIVE EXPERIENCE

SEEKERS

Subscription: Consumer

WHAT DO CONSUMERS WANT?

The M

usi

c In

dust

ry

Consumers want high advantages for low price.



The Music IndustryINDICATORS A B C D E





ONLINE STREAM

SHAREABLE CONTENT


USERS





SOCIAL MEDIA







TELEVISION SHOWS


ADDITIONAL CONTENTS


CHANNEL









WEB;DESKTOP

MOBILE DEVICES

WEB;DESKTOP;


WEB;DESKTOP;




DOWNLOADED TRACK


TO DOWNLOAD



SERVICE



BEHAVIOR

INTEROPERABILITY&

OWNERSHIPSEEKERS



&OWNERSHIP

SEEKERS



&OWNERSHIP


SEEKERS

Subscription: Content Provider

WHAT DO ONTENT PROVIDERS SEEM TO WANT?

The M

usi

c In

dust

ry








ONLINE STREAM

SHAREABLE CONTENT


USERS





SOCIAL MEDIA







TELEVISION SHOWS


ADDITIONAL CONTENTS


CHANNEL









WEB;DESKTOP

MOBILE DEVICES

WEB;DESKTOP;


WEB;DESKTOP;




DOWNLOADED TRACK


TO DOWNLOAD



SERVICE



BEHAVIOR

INTEROPERABILITY&

OWNERSHIPSEEKERS



&OWNERSHIP

SEEKERS



&OWNERSHIP


SEEKERS

Comparison of needs

CONSUMERS VS

CONTENT PROVIDERS

The M

usi

c In

dust

ry

ON WHICH PARTS DO THEY AGREE?








ONLINE STREAM

SHAREABLE CONTENT


USERS





SOCIAL MEDIA







TELEVISION SHOWS


ADDITIONAL CONTENTS


CHANNEL









WEB;DESKTOP

MOBILE DEVICES

WEB;DESKTOP;


WEB;DESKTOP;




DOWNLOADED TRACK


TO DOWNLOAD



SERVICE



BEHAVIOR

INTEROPERABILITY&

OWNERSHIPSEEKERS



&OWNERSHIP

SEEKERS



&OWNERSHIP


SEEKERS

Unfulfilled QuestionsThe M

usi

c In

dust

ry • How many people want to be part of the Music Industry?

• Is there a methodology to finding new talent in the Music Industry?

• How do we give musicians a chance (better than YOUTUBE) to show their talent to Music Industry people?

SOME QUESTIONS WE’LL NEVER KNOW THE ANSWERS TO:


Music Talent Presentation

What about…

The M

usi

c In

dust

ry

• Interoperability• Social Network• History matters• Simplicity• Meaning & Experience > Volume• Apps• Originality• Strong Branded• Related Advertisement• Exposure = Prize

• Make Sense > Make Noise• High Mass Collaborative• Quality & Participation• Performance Indicators• Opinion Formers• Privilege consumers• Record Label Connection• Cloud• How will you collaborate?”


Music Talent Presentation

What about…

The M

usi

c In

dust

ry

• Online Platform• Interoperability• Social Network• History matters• Simplicity: “It just works.• Meaning & Experience > Volume• Apps• Originality• Strong Branded• Related Advertisement• Make Sense > Make Noise• High Mass Collaborative• Quality & Participation• Performance Indicators• Opinion Formers• Privilege consumers• Record Label Connection• Cloud• ˜How will you collaborate?˜• Exposure = Prize

DAVE KUSEK point of views – CEO Berklee College of Music

• Promote yourself on existing platforms• “How do you package yourself?”• Creating a brand is just basic• How do artists take themselves to market?• Talent development from music to market• Exposure is a top key-concern in the Music Business• There are too many people to be randomly discovered• Position yourself on the right way: you have to be awesome


Unfulfilled QuestionsThe M

usi

c In

dust

ry • How many people want to be part of the Music Industry?

• Is there a methodology to finding new talent in the Music Industry?

• How do we give musicians a chance (better than YOUTUBE) to show their talent to Music Industry people?

SOME QUESTIONS WE’LL NEVER KNOW THE ANSWERS TO:


?IS THERE A PATTERN PATH TO GET THERE?

THINK ABOUT IT!

Date post:	12-May-2015
Category:	Technology
Upload:	allan-cabral
View:	539 times
Download:	1 times

A Subscrition Service Study & Musical Talent Acquisition

Technology